Abstract:
This study is aimed at finding the interconnection between direct marketing
and services by knowing the attitudes customers have of direct marketing efforts
employed by services or service-oriented firms. This shall be known in light of
customer attitude towards the University of Perpetual Help and its door-to-door
direct marketing effort, and its influence on purchase intention. This descriptive study
gathered data from 110 respondents through a one-shot survey questionnaire and a
set of interviews. The data were then analyzed quantitatively through a measure of
central tendency, mean, and then through logistic regression. The qualitative data,
on the other hand, were analyzed by noting themes and patterns. The results of the
study showed that there was general positive attitude towards UPH, the door-to-door
direct marketing, and intending to enrol at UPH. Moreover, general positive attitude
towards the door-to-door direct marketing could predict high probability for the target
customers to avail of UPH’s educational services. However, attitude towards UPH
could predict higher probability of the purchase intention. All in all, general positive
attitude towards UPH and its door-to-door direct marketing predicts high probability
that the target customers would intend to enrol at UPH.
